Coffee is one of the most competitive retail battlefields in the past two years. Starbucks' main position, the freshly ground coffee market, is full of firepower. Three and a half meals of coffee bypassed this market and has made phased progress in the field of instant coffee where Nestle, the giant, is located. In 2019, at the age of 4, three and a half meals of coffee surpassed Nestle, a century old brand, and became the first domestic brand to top Tmall's Double 11 coffee list.